One of the biggest misconceptions about media relations is that you need a major announcement before approaching a journalist.

In reality, the businesses that consistently earn media coverage are rarely the loudest. They’re simply the ones that understand what editors are already planning to write about and position themselves as part of that conversation. They understand what insight is news and how to pitch it. 

As we move towards spring, editorial calendars begin shifting from financial year reflections to growth, consumer confidence and planning for the final quarter of the year. Retailers are looking towards Christmas, professional services firms are gearing up for a busy end-of-year, and journalists are looking for experts who can explain what’s changing.

If you’re wondering what to pitch right now, here are the opportunities I would be looking for.

Retail: Christmas starts now

It might feel too early to talk about Christmas, but for magazines and many lifestyle publications, the festive season is already underway.

Gift guides, summer entertaining, travel, fashion, food and home content are planned months in advance. If you wait until November, you’ve probably missed many of the biggest editorial opportunities.

Now is the time to pitch:

• Australian-made gift ideas
• Sustainable or locally produced products
• Summer entertaining trends
• Predictions around Christmas spending
• New products launching before Black Friday

Business media is also interested in what’s happening behind the scenes. Are consumers changing how they shop? Are rising costs influencing buying behaviour? Is AI changing retail operations? These broader trend stories are often more compelling than a simple product launch. Australian retailers continue to navigate cautious consumer spending while international brands expand locally, creating plenty of opportunities for commentary on changing retail conditions.

Professional services: Become the expert journalists call

For accountants, lawyers, financial advisers and consultants, the story is rarely your business.

The story is what your expertise helps explain.

Instead of pitching “our firm has launched a new service”, think about the issues keeping your clients awake at night.

Could you comment on:

• How businesses are preparing for 2027?
• Common mistakes you’re seeing in your industry?
• Regulatory or legislative changes?
• Emerging workplace trends?
• AI adoption and governance?
• Risk management before the busy end-of-year period?

The best media opportunities often come from providing context rather than promoting your services. Journalists are constantly looking for credible experts who can explain complicated issues in plain English.

Think ahead, not just today

Good PR isn’t reactive, it is planned and it is strategic. 

The best stories are usually planned weeks or months before they appear.

Right now I’d already be thinking about:

• Black Friday and Cyber Monday
• Christmas retail forecasts
• Summer travel
• Holiday staffing challenges
• End-of-year business planning
• Predictions for 2027
• Workplace shutdowns and employee wellbeing
• New Year’s resolutions and consumer trends

If you’re pitching magazines, work even further ahead. Many publications are already commissioning content for late spring and early summer editions.

Look beyond your business

One question I ask clients regularly is:

“If your company name was removed from this story, would a journalist still find it interesting?”

If the answer is no, it’s probably marketing rather than news.

Strong media stories connect your business to something happening in the wider economy, your industry or the community. They educate readers, offer an informed opinion or provide useful insights that help explain what’s changing.

The best pitch is often the simplest

Media opportunities don’t always come from product launches or major milestones.

Sometimes they’re created by having the right insight at exactly the right time. Newsrooms are shrinking and quality, relevant pitches are cutting through. 

Look at what’s already making headlines. Ask yourself what questions your customers are asking. Think about what’s coming next rather than what’s already happened.

Because good PR isn’t about telling journalists what your business does, it’s about helping them tell the story everyone is already interested in reading.

Amanda Lacey is the founder and director of Popcom, a boutique PR and strategic communications agency specialising in reputation management, media strategy, and executive visibility for professional services firms. She works with legal, financial services, and accounting clients to build the kind of credibility that holds up under scrutiny.